SYU SYU HAN is the English name of designer 韩绣绣, pronounced as "show show han".
Born as a fanatic of design--she founded the first Chinese e-commerce fashion brand which entered New York Fashion Week
Syusyu Han, who always wears only black, white and gray, flaming red lips, long hair and waist, gives people a sense of sharpness, domineering and inaccessibility in the photos. But when she met the "stunner", she appeared without makeup, her face was beautiful and quiet, and she was in a trance. Is this the same person or not, but in the fast speed of speech, calm thinking, and complete logic, we can still get a glimpse of this girl. Strong, confident but not disgusting side.
Inherent Designer: Designing Clothes for more than 100 Barbie Dolls when I was in kindergarten.
I am a inherent designer, I have been firm in my idea of becoming a designer since I was 5 years old ". Embroidery said with a smile.
Inspired by a costume design TV series when she was 5 years old. Although she was young, she could vaguely feel that that was the life she wanted to live. Different from the three-minute heat of other children, embroidery shows great talent and perseverance in clothing design. She began to make clothes for her Barbie doll. "I have more than 100 Barbie dolls, tall, short, fat and thin, with everything in different skin colors." During the winter and summer vacations from elementary school to junior high school, her thoughts were almost all on this matter, and she took the time to read many biographies of designer celebrities. She said: "I am a very boyish person, love to play, love to run and love to jump, but only this thing can make me really quiet.
needs cloth to make clothes, and when she leaves the door, there is a tailor's shop. The embroidering grandmother begged the tailor to keep the cloth head for her and carry it home bucket by bucket to embroider, thus "adding more bricks" to her huge project ". Over time, her bed was full of buckets of rags, which left a deep impression on everyone who came to her house in her youth. Many years later, she met, men and women, old and young, all mentioned this.
"After a long time, all my relatives know that they don't want anything but Barbie." In the past ten years, she has designed unique clothes for every Barbie doll. Each set of clothes has underwear and underpants as the base, and the exterior is from windbreaker to suit, pants, dress, mesh skirt, dress, etc. Everything. Embroidery talk about this, also unbelievable, and confidently smile.
"I think that may be called gifted."
From Big Companies to Independent Entrepreneurship: Bravely Escape from Assembly Lines
Institute of Fashion Design, embroidery naturally entered some large clothing brands as designers. This is a very glamorous career, but when it comes to the design career in those years, the embroidered face is wrinkled into a ball. It seems that I still have lingering fears today: "It's too painful, I want to escape every day".
low degree of freedom and limited space to play, she felt a great sense of discomfort when she was naturally free. In order to meet the needs of the market, she did not have too many platforms to show her talents and ideas. She used a very interesting analogy to compare a big company to a sailing ship: "This ship is already too big. It has a helmsman at the helm, and that is the marketing department."
another reason that she could no longer endure was that she found that in this "ocean-going ship", what should have been the soul of design-the importance of designers was naturally erased. Designers are the most direct creators of clothing, which should be closely related to brand culture. However, in modern and institutionalized large enterprises, no one cares who is the designer behind the clothing. Instead, designers have become unknown small roles.
bravely walked to the front of the stage. She resolutely left the already institutionalized design environment. "I am a stubborn and courageous person. I think this is right. If it is not the case, I can give up immediately and go another way."
embroidery character is very powerful and independent. It is not affected by any external environment, and it is also arrogant at any time. It cannot bear the possibility of being covered.
Alexander Wang is an American designer she likes very much, this ambitious girl does not stop at "liking", but more of a challenge of appreciation and a leap. In addition to Alexander Wang's talent and unique style in clothing design, what she appreciates most is his commercial ingenuity-adopting the model of the same name brand-"He can combine the clothing brand with the designer's name perfectly. Consumers know the brand and also get the name of the designer."
on the surface, this is just an insistence on a name, but behind it is the pride of an original designer and his retention and externalization of the independent "self" in his character, a sober state of existence. Embroidery can also feel this part of her character, and she also strives to convey this idea to her audience.
's fearless courage, complete and independent personality and independent thinking ability are the things she wants to express most when conveying brand culture.
is careless in character, she is especially careful and picky about two things-copywriting and design. All the copywriting about the brand is basically done by her. Even if it is not written by her, she will read it carefully several times, delete and change the words, and strive to convey the SYUSYUHAN brand concept-be yourself more bravely. The young girl read the word "brave" thoroughly: "Bravery is a difficult quality to achieve. You can be brave once in a while, but it is difficult to be a brave person all your life." Sometimes she would be afraid, "but what makes me most angry is not how terrible the future is, but my cowardly attitude when facing difficulties." And she hopes that her client base also has the quality and determination to be fearless in any difficulty in life.
Therefore, the design description of embroidery is also somewhat different.
when other brands were writing about fabrics, colors, fashion trends and clothing matching, she calmly began to share her life, design inspiration and stories related to clothes with buyers. This may be due to her deep confidence in the brand and a unique management philosophy: "I don't like that kind of blunt hawking marketing, just like your platform has a saying, 'only serve and think independently of the population', and so does my brand. I believe that the customer group who will come to buy my clothes is not occasional or accidental. She must be looking for something she has been looking for, so I just need to convey my story and convey myself, so let them Somehow realize that this person who makes clothes is similar to them." This kind of emotional resonance is the way for her to retain customers, and it is also her more familiar and comfortable way of communication.
she often asked the designers around her: before drawing, you have to think about one thing-will you be willing to wear this dress. If you don't even want to wear it, don't even draw it as early as possible. When communicating with the industry, she often has this kind of confusion. "They are discussing the style, craftsmanship, structure and structure of this dress. Don't anyone care if the dress looks good? "She was puzzled:" They gave me the feeling that they were building a house that had been strictly calculated by the formula, not designing clothes
's insistence on details always pays off. In 2016, SYUSYUHAN entered new york Fashion Week and emerged on the international stage with floating fashion flavor. Mischa Barton and Teyana Taylor and other actresses wear SYUSYUHAN to enter and exit activities and shows, which can be said to be a big affirmation of SYUSYUHAN's upcoming high-end brands.
Embroidery said that the original intention of establishing a high-end brand is also very simple, just to see if one's design talent and aesthetics can be professionally recognized and recognized by everyone without being affected by any other factors such as the market. "The aesthetic of designers has always been the first and the foundation of the brand. Some people say that I am an e-commerce company, but I always deny it. I explain to them that I am a designer. Although my shop is online, I do what a designer does." SYUSYUHAN new products have always been a complete design series. This talented girl is firmly following the stylized road.
brand is started, there are many things to worry about, such as the serious phenomenon of online platform copying. For this phenomenon, embroidery is a bit "angry youth". She is born with a strong sense of justice, can not rub sand in her eyes, and is extremely disgusted with unfair and just things. She sums up herself as "designer's temper". As for the plagiarists, she has no time to take care of them. "The brand needs to be updated, after-sales and delivered. I hardly have time to talk to them or file a lawsuit." After a long time, she even changed her thinking of having fun in pain. "At the very least, this shows that our design is better than many people's, which is also a kind of affirmation in disguise." However, she was very angry at the unlimited tolerance for plagiarism in some systems and business ecosystems.
"But I didn't lose confidence in online sales, but I would look for a more suitable and safer platform." Embroidery has given confidence to the e-commerce economy, which occupies the mainstream trend in this era, and has also planned a longer-term road for SYUSYUHAN.